As India gears up for the annual season of festivities, customers are enthusiastic about the festive shopping upswing this year, reveals a study conducted by Ipsos Research Private Limited, commissioned by Amazon India. Among the respondents surveyed, a high 89 per cent expressed their excitement for the upcoming festivities, with 71 per cent indicating their intention to shop online this festive season. 

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Reflecting a surge in consumer confidence and willingness to shop, nearly 50 per cent of respondents who intend to shop online, stated they would spend more on online festive shopping compared to last year. This trend cuts across metros (55 per cent) and tier-2 cities (43 per cent in cities with 10-40 lakh population). 

"The festive season in India is always a time of great excitement and anticipation, and this year is no different. Our recent survey reveals that a significant majority of urban Indians are eagerly looking forward to festive shopping," said Amit Adarkar, Country Manager of Ipsos India. 

"This positive sentiment presents a golden opportunity for brands and marketers to connect with consumers and create compelling campaigns and offers that resonate with the festive spirit," he added. 

At an overall on customer sentiment towards online shopping events, convenience emerges as a major driver, with 76 per cent appreciating the ability to shop remotely anytime, anywhere. Speedy delivery at scale (74 per cent), trust in online shopping events to provide genuine/original products (75 per cent), and affordable payment options like no-cost EMI (75 per cent) are some other key factors which make customers shop online during the festive season.

Consumers Explore Trendy Festive Fashion 

The festive spirit extends to fashion, with 83 per cent finding good deals on clothing, footwear and accessories. 73 per cent agreed that online sale events during the festive season offer everything needed for festivities for clothing, footwear and other fashion products. 

Consumers Trust Online Grocery Shopping 

74 per cent of consumers mentioned that the wide range of products and brands was a key factor for them to trust online shopping during the festive season. 

What’s on Tech Savvy India's Shopping List

Electronic items continue to be a major focus during the festive season, with 1 in 3 respondents, waiting for these events for their purchases. Moreover, 69% expressed their trust in online shopping events to purchase electronic items. Midrange smartphones in the Rs 10001 – Rs 30000 draw interest with almost 80 per cent of respondents willing to purchase a mobile in this price band during festive online shopping events.